Ecommerce Australia 2017, Ecommerce Europe

Ecommerce
Report
Australia
2017
Report partners Executed by
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The Ecommerce Foundation is an independent non-‐profit organization, initiated by worldwide national ecommerce
associations, as well as online and omnichannel selling companies from industries such as retail, travel & finance. Our mission
is to foster global digital trade, as peace is the natural effect of trade. By facilitating digital commerce we hope to make the
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A Thank You to our Report Partners
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hundreds of retail brands, and thousands of commerce web sites around the world.
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together, and by providing in-‐depth research data about European markets.
Table of Contents
4 10 21
31
Introduction to Australia
Demographic Indicators
Area: 7,741,220 km2 AGE AND GENDER1
Capital: Canberra Population by age and gender, 2017
Currency: Australian dollar (AUD)
41.4%
Female
Male
20.3%
17.8%
16.2%
Population: 24,641,662 12.8% 11.9%
Institution: Federal parliamentary democracy
8.7%
8.7%
Internet users: 92% 6.2% 21.1%
URL country code: .au
6.0%
Official language: English 9.1%
Widely spoken foreign languages: English 6.6% 5.9% 7.5%
0-‐14 15-‐24 25-‐54 55-‐64 65+

1Age and Gender. Source: CIA World Factbook. Ecommerce Foundation, 2017.
E-‐GDP forecasted to rise 1.83% in Australian dollars in 2017
TOTAL GROSS DOMESTIC PRODUCT1 ECOMMERCE SHARE OF GDP2
GDP at market prices, Australian dollars, 2012 – 2017(f) Ecommerce turnover share of GDP, Australian dollars, 2012 – 2017(f)
Year GDP (in trillions of LCU) GDP per capita

1.83%
2017(f) $1,780 $72,294
1.28%
2016 $1,692 $69,702 1.17%
1.02%
2015 $1,633 $68,247 0.85% Full version available at
0.94%
www.ecommercefoundation.org/reports
2014 $1,605 $67,972
2013 $1,558 $66,945
2012 $1,507 $65,752 2012 2013 2014 2015 2016 2017(f)
Total Ecommerce Turnover / GFull

DP v ersion
= Ecommerceavailable at of GDP, 2017(f)3:
share 1.83%
1Total Gross Domestic Product. Source: Ecommerce Foundation, 2017. | 2Ecommerce share of GDP. Source: Ecommerce Foundation, 2017. |3Ecommerce Share of GDP. Source: Ecommerce Foundation, 2017.
E-‐GDP forecasted to rise 1.90% in US dollars in 2017
TOTAL GROSS DOMESTIC PRODUCT1 ECOMMERCE SHARE OF GDP2
GDP at market prices, USD, 2012 – 2017(f) Ecommerce turnover share of GDP, USD, 2012 – 2017(f)
Year GDP (in trillions of USD) GDP per capita 1.90%
2017(f) $1,360 $55,215
2016 $1,259 $51,850 1.24%

1.13%
2015 $1,230 $51,364 0.85% Full 0.93%

0.87% version available at
2014 $1,449 $61,358
2013 $1,510 $64,831
2012 $1,561 $68,106 2012 2013 2014 2015 2016 2017(f)
Total Ecommerce Turnover / GFull

DP v ersion
= Ecommerceavailable at of GDP, 2017(f)3:
share 1.90%
1Total Gross Domestic Product. Source: Ecommerce Foundation, 2017. | 2Ecommerce share of GDP. Source: Ecommerce Foundation, 2017. |3Ecommerce Share of GDP. Source: Ecommerce Foundation, 2017.
Economic Indicators
UNEMPLOYMENT RATE1 INFLATION RATE2
Percentage of the total labor force, 2012-‐2016 Annual change on Consumer Price Index (CPI), 2012-‐2016
2.5% 2.5%
6.1% 6.1%
5.7% 5.7% 1.8% 1.5% 1.3%
5.2%
2012 2013 2014 2015 2016 2012 2013 2014 2015 2016
CONSUMER CONFIDENCE INDEX (CCI)3

CCI on a monthly basis, 2016
99.93 99.94 99.96 99.94

99.91
99.87
99.84
99.78 99.77
99.72 99.71 99.70
Jan-‐16 Feb-‐16 Mar-‐16 Apr-‐16 May-‐16 June-‐16 July-‐16 Aug-‐16 Sep-‐16 Oct-‐16 Nov-‐16 Dec-‐16
1Unemployment Rate. Source: OECD, 2016. | 2Inflation Rate. Source: OECD, 2016. | 3CCI. Source: OECD, 2016.
Australia ranks 2nd in E-‐Government Development Index
Logistical Performance Index1 Ease of Doing Business Index2 E-‐Government Development Index3
The LPI overall score reflects perceptions A high ease of doing business ranking The UN’s E-‐Government Index provides a
of a country's logistics based on, among means the regulatory environment is comparative assessment of the e-‐
other things, efficiency of customs more favorable for the starting and government development of UN Member
clearance process, quality of trade-‐ and operation of a local firm. The rankings are States. Important factors contributing to a
transport-‐related infrastructure and ease determined by sorting the aggregate high level of e-‐government development
quality of logistics services. distance to frontier scores on 10 equal are concurrent past and present
topics. investments in telecommunication, human
capital and provision of online services.
19th 15th 2nd
Logistics Performance Ease of

E-‐government Index
Index Doing Business Index
1Logistcal Performance Index. Source: Worldbank, 2016. | 2Ease of Doing Business Index. Source: Worldbank, 2016. | 3E-‐government Development Index. Source: UN, 2016.
Ecommerce Facts & Figures
80% of the online population shopped online in 2016
2013 2014 2015 2016 2017(f)

Total Population1 23,130,900 23,490,736 23,795,663 24,309,330 24,641,622
Online Population2 19,302,736 19,732,218 20,121,613 21,450,553 22,779,493
Number of e-‐shoppers3 14,901,712 15,509,523 15,976,561 17,160,442 18,337,492
1Total Population. Source: Ecommerce Foundation, 2017.| 2Online Population. Source: Ecommerce Foundation. World Bank, 2017. |3Number of e-‐shoppers. Source: Statista; eMarketer, 2014.
Ecommerce turnover is growing at an unprecedented rate
B2C ECOMMERCE TURNOVER1 TURNOVER GROWTH RATE2
Total online sales of goods and services, in billions of Australian dollars, 2013-‐2017(f) Percentage change in B2C ecommerce turnover, Australian dollars, 2013-‐2017(f)
$32.6 33.5%
$21.7
$19.1
$16.4
$14.7 Full version available at 14.1%
12.9%
11.8%
10.4%
2013 2014 2015 2016 2017 (f) 2013 2014 2015 2016 2017(f)
1B2C Ecommerce Turnover. Source: Ecommerce Foundation, 2017. | 2Turnover Growth Rate. Source: Ecommerce Foundation, 2017.
Ecommerce turnover is growing at an unprecedented rate
B2C ECOMMERCE TURNOVER1 TURNOVER GROWTH RATE2
Total online sales of goods and services, in billions of dollars, 2013-‐2017(f) Percentage change in B2C ecommerce turnover, 2013-‐2017(f)
39.8%
$25.9
$15.6
$13.1 $13.4 $13.9 Full version available at
www.ecommercefoundation.org/reports 10.6%
3.7%
2.2%
-‐1.4%
2013 2014 2015 2016 2017(f)
2013 2014 2015 2016 2017 (f)
1B2C Ecommerce Turnover. Source: Ecommerce Foundation, 2017. | 2Turnover Growth Rate. Source: Ecommerce Foundation, 2017.
The number of e-‐shoppers and average spending is increasing YoY
E-‐SHOPPERS AND SPENDING1

Number of e-‐shoppers; Average spending per e-‐shopper, Australian dollars, 2014-‐2017(f)
$2,305
$1,582 $1,654
$1,472
18,3mn
Full version available at17,1mn

15,9mn
15,5mn
2014 2015 2016 2017(f)
1E-‐Shoppers and Spending. Source: Ecommerce Foundation. Statista; eMarketer, 2017.
Australia ranks 11th overall in internet inclusivity
INTERNET INCLUSIVITY PERFORMANCE1
Ranked by 4 key indicators: Availability, quality and breadth of available infrastructure required for access and levels of internet usage; Affordability, cost of access relative to income
and the level of competition in the internet marketplace; Relevance, existence and extent of local language content and relevant content; and Readiness, capacity to access the
internet, including skills, cultural acceptance, and supporting policy.
88
85
84
83
81
Overall Availability Affordability Relevance Readiness
1Internet Inclusivity Performance. Source: Economist Intelligence Unit, 2017.
Department & Variety Stores items are most popular
OVERVIEW OF POPULAR ONLINE PRODUCT CATEGORIES1
Most popular product groups purchased, share of the market, 2017
Hobbies & Recreational Goods 5.2%
Specialty food & liquor 6.1%
Health & Beauty 8.7%
Media 12.9%
Homeware & Appliances 14.8%
Fashion 22.2%
Department & Variety Stores 30.1%
1Overview of Popular Online Product Categories. Source: Ecommerce Foundation; Australia Post; Startrack, 2017.
Facebook is the most popular social media platform
POPULAR SOCIAL MEDIA PLATFORMS1
Share of users on social media platforms on desktop and mobile, 2017
74%
11%
4% 3% 2% 2% 2% 1%
Facebook Pinterest Twitter Instagram Tumblr Reddit YouTube Others
1Popular Social Media Platforms. Source: Statcounter, October 2017.
Internet Browsers: Chrome and Safari are leading
INTERNET BROWSERS: DESKTOP, 20161 INTERNET BROWSERS: MOBILE, 20162
Internet Browsers used on Desktop Devices, March 2016 Internet Browsers used on Mobile Devices, March 2016
4% 5% 1%
11%
9%
1% 2%
Chrome Safari
12%
Internet Explorer Chrome
54% 56%
Firefox 27%
Samsung Internet
18% Safari Android
Edge IEMobile
Other INTERNET BROWSERS: MOBILE, 20172 Other
INTERNET BROWSERS: DESKTOP, 20171
Internet Browsers used on Desktop Devices, March 2017 Internet Browsers used on Mobile Devices, March 2017
6% 2% 2% 2%
11% 8%
2%
11%
58% 55%
31%
12%
1Internet Browsers: Desktop. Source: Statcounter, 2016-‐2017. | 2Internet Browsers: Mobile. Source: Statcounter, 2016-‐2017.
Operating Systems: Windows and iOS are leading
OPERATING SYSTEMS: DESKTOP, 20161 OPERATING SYSTEMS: MOBILE, 20162
Operating Systems used on Desktop Devices, March 2016 Operating Systems used on Mobile Devices, March 2016
2% 2%
22% 2%
39%
Windows 59%
74% OS X iOS
Unknown Android
Other Other
OPERATING SYSTEMS: DESKTOP, 20171 OPERATING SYSTEMS: MOBILE, 20172
Operating Systems used on Desktop Devices, March 2017 Operating Systems used on Mobile Devices, March 2017
1%
2%
26% 1%
40%
58%
72%
1Operating Systems Desktop. Source: Statcounter, 2016-‐2017. | 2Operating Systems Mobile. Source: Statcounter, 2016-‐2017.
VAT Information
VAT OVERVIEW1
2017
VAT overview Australia Standard VAT rates Applies to, among other things:
Threshold for $75,000 (AUD) both current and

10% • Goods and Services Tax (GST)
registration projected turnover
Standard VAT rate 10%
Registered companies are periodically required to submit GST
returns, known as Business Activity Statements (‘BAS’). The turnover
and time of registration determines the frequency.
The BAS lists includes all the business transactions related to
supplied of relevant goods or services.
There is no provision in Australia for VAT reclaims, along the lines of
the European Union’s 8th & 13th VAT Directives.
Instead, non-‐resident companies must register for GST as outlined

above.
1Vat Overview. Source: Vatlive, 2017.
Ecommerce Environment
Most use search engines on smartphone and computer
CONSUMER BEHAVIOR: WEEKLY MOBILE DEVICE ACTIVITIES1
The weekly online activities of individuals on smartphones & computers, 2017
72%
67%
61%
52%
46% 48%
38% 40%
Full 20%
version available at 17%
20%
15%
Use search engines Visit social networks Play games Watch online videos Purchase Look for product
products/services information
How often do you do the following through your web browser/apps on a smartphone?
How often do you do the following through your web browser/apps on a computer?
1Consumer behavior: Weekly Smartphone and Computer Online Activities. Source: Consumer Barometer; The Connected Consumer Survey, 2017.
Social media research increasingly results in more online purchases
CONSUMER BEHAVIOR: SOCIAL MEDIA PRODUCT/SERVICE RESEARCH1

The proportion of research on social media leading to online purchases, 2016
41.9%
30.9%
28.8% 29.0% 29.6%
2012 2013 2014 2015 2016
1Consumer behavior: Social Media Product/Service Research. Source: Statista; Sensis; Di Marzio Research; TKW Research Group, 2016.
Majority of consumers use laptops to shop online
CONSUMER BEHAVIOR: MOBILE DEVICE USAGE1
Devices used to shop online, 2017
Tablet PC (app) 5%
Tablet PC (browser) 13%
Mobile phone (app) 16%
Mobile phone (browser) 23%
Desktop PC 41%
Laptop 53%
1Consumer Behavior: Mobile Device Usage. Source: GfK; Australian Online Shopping Behaviour, 2017.
45% of mobile shoppers purchase monthly
CONSUMER BEHAVIOR: MOBILE PURCHASE FREQUENCY1 CONSUMER BEHAVIOR: ADVERTISEMENT CONVERSION2
Frequency of mobile purchases, 2016 Share of consumers influenced by advertisements; Australia, 2016
Clicked on the ad to find
45% out more information
34% 34% 34%
31% Clicked on the ad to visit
the advertiser's website
31%
Checked out the product
25% or service at another
Full version available attime
17% 17% Visited the advertiser's
website another time
Clicked on the ad to

purchase the
product/service
Shared the ad with
others
Daily/Weekly Monthly A Few Times A Year
1Consumer Behavior: Mobile Purchase Frequency. Source: IAB, A Global Perspective of Mobile Commerce, 2016. | 2Consumer Behavior: Advertisement Conversion. Source: IAB, A Global Perspective of Mobile Commerce, 2016.
Customers increasingly prefer mobile apps for online shopping
46% of online consumers said 67% use the app for their
they use retail and shopping shopping process from
apps for convenience. discovering to purchase.
Purchases via
mobile apps
61% said an app is more 85% of online consumers make a
enjoyable than buying via an purchase on retail or shopping
mobile website. app at least once a month
1Mobile Purchases on Apps. Source: GfK; Australian Online Shopping Behaviour, 2017.
Most purchase large home appliances & TV/video players in-‐store
CONSUMER BEHAVIOR: BUYING TECHNOLOGICAL PRODUCTS1
Purchasing technological product category online or in a physical store, 2017
Small household appliances 53%

46%
Small kitchen appliances 55%

44%
Large home appliances 61%

38%
Tech Accessories 44%

55%
Wearables 42%
58%
Audio Devices 47%

51%
Computing 47%
51%
TV/Video players 61%

38%
Smartphone 53%
47%
Physical Store Online
1Consumer Behavior: Buying Technological Products. Source: GfK; Australian Online Shopping Behaviour, 2017.
Saving money is the top reason for consumers purchasing online
CONSUMER OPINION: REASONS TO PURCHASE ONLINE1 CONSUMER OPINION: BARRIERS TO PURCHASING ONLINE2
Top reasons for consumers to purchase online, share of consumers, 2017 Barriers for consumers to purchase online, 2017
Buying online is too complicated 4%

Better delivery options 19%
Difficult to return items 34%

Shopping is faster 29%
Prefer to see the product in-‐person 49%
Better selection 32%

Cost of delivery 50%
Shopping is easier 35%

Reliability of delivery 23%
Save money 56% Personal details security 29%
1Consumer Opinion: Reasons to Purchase Online. Source: GfK; Australian Online Shopping Behaviour, 2017. | 2Consumer Opinion: Barriers to Purchasing Online. Source: GfK; Australian Online Shopping Behaviour, 2017.
Free delivery is most important factor for e-‐shoppers
CONSUMER OPINION: FACTORS INFLUENCING ONLINE PURCHASING1
The importance of each factor in changing online purchase decisions, 2017
Personalized offers 63%
Mobile payments ability 45%
Discount on bulk purchases 79%
Professional reviews 67%
Holiday/seasonal discounts 78%
Better loyalty programs 83%
More user reviews 67%
More daily/weekly deals 81%
Same day delivery 77%
Free delivery 92%
1 Consumer Opinion: Factors Influencing Online Purchasing. Source: GfK; Australian Online Shopping Behaviour, 2017.
Majority prefer cash as payment method
CONSUMER BEHAVIOR: SHOPPING1 CONSUMER BEHAVIOR: PAYMENT METHODS2
Share of spending on cross-‐border and domestic products by e-‐shoppers, 2017 The frequency of payment methods used, share of e-‐shoppers, 2017
2%
18%
21%
32%
14%
Full version available at

2%
14%
18%
79%
Cash Credit card
Debit card Pay with mobile
Spend on international products
Credit card (contactless) Debit card (contactless)
Spend on domestic products Other, unsure, don't know
1Consumer Behavior: Shopping. Source: Ecommerce Foundation; Australia Post; Startrack, 2017. | 2Consumer Behavior: Payment Methods. 3Top international product category. Source: GfK; Australian Online Shopping Behaviour, 2017.
About the Report
About the National Ecommerce Reports and where to find them…
The National Ecommerce Reports are published by the Overview reports 2017
Ecommerce Foundation. They provide overviews of the mature • European overview report
and emerging markets in the field of ecommerce. • Global overview report
In total, the Ecommerce Foundation publishes multiple country 2017 Country Reports
reports and two overview reports per year, covering the most • Netherlands Switzerland
important ecommerce markets worldwide. • Belgium Turkey
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To have a tailor-‐made ecommerce report made, • France Czech Republic
completely based on your wishes and requirements, please • Ireland Romania
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The full reports can be online purchased via: • Denmark Canada
http://www.ecommercefoundation.org/buy-‐reports. • Sweden Poland
• Norway
Definitions related to the Internet, ecommerce and Online Retailing
• Broadband access: the availability of broadband is measured by the percentage of • E-‐households: number of households that use the Internet for personal gain.
households that are connectable to an exchange that has been converted to
support DSL technology, to a cable network upgraded for Internet traffic, or to • E-‐household expenditure: expenditure per household that bought goods or
other broadband technologies. It includes fixed and mobile connections (source: services in the past year.
Eurostat)
• Global Online Measurement Standard for B2C ecommerce (GOMSEC): aims to
• Cross-‐border ecommerce: percentage of ecommerce purchased at foreign sites provide guidelines to measure and monitor B2C ecommerce in order to enable all
European countries to provide data with respect to the penetration of B2C
• Ease of Doing Business Index: The Ease of Doing Business Index is developed by ecommerce in a standardized way.
the World Bank, and averages the country's percentile rankings on nine topics. It is
made up of a variety of indicators, giving equal weight to each topic. The rankings • E-‐Government Index: The UN’s E-‐Government Index provides a comparative
for all economies are benchmarked to June 2010. The Index covers 185 countries. assessment of the e-‐government development of UN Member States. One of the
primary factors contributing to a high level of e-‐government development is
• ecommerce (or electronic commerce), a subset of e-‐business: any B2C contract on concurrent past and present investment in telecommunication, human capital and
the sale of products or services fully or partly concluded by a technique for provision of online services.
distance communication.
• Gross Merchandise Volume: the total sales facilitated by a third party, such as a
• ecommerce GDP: total amount of goods and services online divided by the total market place.
Gross Domestic Product (GDP).
• E-‐services or electronic services: “Deeds, efforts or performances whose delivery is
• Economic Freedom Index: the Index of Economic Freedom is an annual guide mediated by information technology. Such e-‐service includes the service element
published by The Wall Street Journal and The Heritage Foundation, Washington's of e-‐retailing, customer support, and service delivery.” This definition reflects three
No. 1 think tank. For over a decade, the Wall Street Journal and The Heritage main components: service providers, service receivers and the channels of service
Foundation have tracked the march of economic freedom around the world with delivery (i.e. technology). (Jennifer Rowley, Professor Information and
the influential Index of Economic Freedom. There are 5 categories, ranking from Communications, Manchester Metropolitan University, UK)
Free (with a score between 80 and 100) to Repressed (between 40 and 49.9).
• Inactive online population: users that have access to the Internet but have not
(yet) purchased goods or services online in the past year.
Definitions related to the Internet, ecommerce and Online Retailing
• Market place: online platform on which companies (and consumers) sell goods • Online expenditure: spending per user who purchased goods or services online.
and/or services.
• Online Retail (or e-‐retail, electronic retail or retailing or even e-‐tailing): the selling
• Logistics Performance Index (LPI): The Logistics Performance Index (LPI) measures of retail goods and services on the Internet. In the limited sense of the word,
the “logistics friendliness” of 155 countries. It helps countries identify the sectors such as online leisure travel, event tickets, downloading music or software
challenges and opportunities they face in their trade logistics performance and are not included. Online-‐only retail shops are often referred to as pure players.
what they can do to improve this. The Index is developed by the World Bank and is
based on a worldwide survey of operators, such as global freight forwarders and • Penetration levels: the percentage of a population using the Internet, mobile
express carriers. phones, smartphones or tablet devices.
• Mobile commerce (or m-‐commerce): the ability to conduct commerce using a • Real economic growth rate: a measure of economic growth from one period to
mobile device e.g. a mobile phone, a PDA, a smartphone, a tablet or other another expressed as a percentage and adjusted for inflation. The real economic
(emerging) mobile equipment. growth rate is a measure of the rate of change that a nation's gross domestic
product (GDP) experiences from one year to another.
• Mobile subscriptions: mobile cellular telephone subscriptions are subscriptions to
a public mobile telephone service using cellular technology, which provide access • Retail sales: the selling of mainly goods from businesses to individuals from a
to the public switched telephone network. Post-‐paid and prepaid subscriptions are traditional or so-‐called bricks-‐and-‐mortar shop.
included (source: Eurostat).
• Statcounter research method: Statcounter is a web analytics service and their
• Networked Readiness Index (NRI): The NRI measures the tendency for countries to tracking code is installed on more than three million sites globally. These sites
exploit the opportunities offered by information and communications technology cover various activities and geographic locations. Every month, Statcounter records
(IT). The NRI comprises three components: the environment for IT offered by a billions of page views to these sites. For each page view, they analyze the
given country or community, the readiness of the country's key stakeholders to use browser/operating system/screen resolution used and they establish if the page
IT, and the usage of IT among these stakeholders. view is from a mobile device. They calculate their Global Stats on the basis of more
than fifteen billion page views per month, by people from all over the world onto
• Online buyer (or e-‐shopper, e-‐buyer): an individual who regularly bought or more than three million member sites.
ordered goods or services through the Internet.
The Global Online Measurement Standard for B2C Ecommerce (GOMSEC) standard
GOMSEC aims to provide guidelines for measuring Definition of B2C ecommerce sales Online purchases of the following items are excluded
and monitoring B2C ecommerce. As a result, all from GOMSEC:
countries worldwide are able to provide data with “Any B2C contract regarding the sale of goods • Transactions between private
respect to the penetration of B2C ecommerce in a and/or services, fully or partly concluded by a individuals/consumers (C2C), such as auctions
standardized way. All Ecommerce Foundation figures technique for distance communication.” and marketplaces, and between businesses
and estimates are based on GOMSEC, unless stated (B2B)
otherwise. Technique for distance communication: means • Online gambling and gaming
that can be used for communication regarding the • Cars and other motor vehicles
The GOMSEC reports on sales figures for the total B2C offer made by the trader and the conclusion of a • Houses and real estate
ecommerce worldwide and for each country separate contract, without the necessity of the consumer • Utilities (e.g. water, heating and electricity)
in the country profiles, based on total sales of goods and trader being in the same place at the same • Mortgages, loans, credit cards and overdrafts
and services. time. • Savings accounts, funds, stocks&shares and
bonds
These total sales of goods and services are based on Contract: a contract whereby use is made, either
the areas/sectors/classification of areas and sectors, solely or in part, of one or more techniques for B2C ecommerce therefore includes all online
as stated on the next few pages. distance communication within the framework of a transactions between businesses and consumers
system organized by the trader for the distance sale using desktop computers, laptops, tablets,
All data reported in the national currency of the of goods and/or services, up to and including the smartphones, point-‐of-‐sales and smart-‐wearables,
country involved is converted into euros according to moment that the contract is concluded. for instance through online shops, physical stores
the average (annual) rate of exchange as provided (“online instore”), email, QR codes, catalogs, etc. B2C
by, preferably, the European Central Bank (ECB) or Classification of B2C ecommerce ecommerce includes Value Added Tax (VAT) or other
the national bank of the particular country. The sales tax, delivery costs and apps, but excludes
reference period that is used for this was from 1 The following classification on the next few pages returns.
January to 31 December of each report year. Growth provides an overview of areas and sectors included
rates are calculated and measured by the B2C in GOMSEC.
ecommerce sales in the national currency.
Global Online Measurement Standard for B2C ecommerce (GOMSEC)
Media & Entertainment Electronics
Music (physical, download & streaming)/Spotify based on new subscriptions Consumer Electronics Information Technology (IT) Household Electronics
Video (DVD, Blu-‐ray, downloads) Photo equipment IT hardware (PCs, laptops, MDA:
Games hardware & games software tablets, etc.) air-‐conditioning,
Books & e-‐books Audio equipment Computer Software dishwashers, wash
Apps machines and other
TV/video equipment Music instruments white goods
New subscriptions newspapers ands magazines (no single copy sales)
Car electronics USB sticks, DVD/CD-‐ SDA: equipment for
Fashion (navigation, audio, recordable, ink cartridges, personal care, home
Clothing Shoes & Personal lifestyle etc.) computer accessories comfort, kitchen
Underwear & Upperwear Shoes appliances
Children's wear
Swimwear & Sportswear Jewelry, Bijoux, Watches & others
fashion accessories (e.g. sunglasses) Sports & Recreation
Nightwear & legwear Bags, wallets, suitcases Sports hardware (e.g. soccer shoes, tennis rackets)
Bicycles & accessories
Articles for camping and recreation
Toys
Indoor and outdoor toys
Home & Garden Food/Nearfood/Health
Furniture and kitchens Food/Nearfood Health & Beauty
Floor and window coverings (e.g. curtains and blinds) Food & Beverages Personal care & Hygiene
Home textiles Fresh produce Baby care
Cookware (sets), kettles and oven equipment Packaged consumer goods Perfume
Table and kitchen articles Detergents/household cleaning OTC
Articles for cleaning, wash and store Animal feed
Decoration Tobacco
Lamps and fixtures
DIY-‐articles
Garden articles Other: Products
Flowers and plants (in home) Cars components
Glasses and contact lenses
Telecom Stationery
Smartphones, mobile phones & mobile devices Pictures and photo albums
Telefax and answering machines Pet supplies
Erotica
Headsets & Accessories (mobile) phones
Prepaid cards and tariffs of new phone subscriptions
Insurance Travel
New indemnity, Life and Health Insurances Package Travel Flight Tickets & Accommodations
Package travel Flight Tickets
Liability insurance ANW-‐gap insurance Health Insurance –
Car insurance (insurance for receiving a Base Private transport if booked through a Hotel stays
Fire and theft insurance payment in addition to a Health insurance – tour operator Apartment/bungalow/camping site
survivor's allowance) additional -‐> all of the above not booked in
Bike/caravan/motorbike/ Annuity insurance Disability insurance – combination with other travel-‐parts
Scooter insurance Pension entrepreneurs Event Tickets
Accident insurance Life insurance Disability insurance – Tickets for concerts and festivals
Boat insurance Funeral insurance private Tickets for (movie) theaters
Legal assistance insurance Endowment insurance Mortgage-‐related Tickets for zoos and amusement parks
Home insurance based on savings disability insurance Tickets for museums
Travel insurance Endowment insurance Mixed insurance Tickets for sports games
(continuous/annual + short based on investments (=endowment
term) insurance + life Other: Services
Insurance package insurance) New subscriptions to dating service
Other services
Sources used in the report
The report could only be realized by consulting a great number of valuable Publications
• Australia Post
sources. These were available in various countries and regions in Europe and • Australian Online Behaviour
around the globe. The wide variety of sources include public domain • CIA World Factbook
• Consumer Barometer
publications, blogs, websites, industry and financial specialist publications, • Connected Consumer Survey
• Di Marzio Research
regional and local news, annual reports, and press releases. • Economist Intelligence Unit
• eMarketer
• Eurostat
Sometimes the information sources are contradictory and sometimes different • GfK
• IAB
figures and data were given by varying sources within the same country, for • OECD
example due to different definitions. In our reports we have mentioned the • Sensis
• Startrack
different sources, definitions and outcomes of such reports, studies and • Statista
interpretations. • Statcounter
• TKW Research Group
• United Nations
• Vatlive
The report is based on information that we consider reliable, but we cannot • World Bank
vouch for it being completely accurate or complete, nor should it be relied upon
as such. Opinions expressed are our current opinions as of the date of this
report.
About the Ecommerce Foundation
Our History
The Ecommerce Foundation is an independent non-‐profit organization, initiated by worldwide national ecommerce
associations and online and omnichannel selling companies from industries such as retail, travel & finance.
Why an Ecommerce Foundation?

Our mission is to foster global digital trade as peace is the natural effect of trade. By facilitating digital commerce we hope to
make the world a slightly better place.
How does the Foundation help?

We facilitate the development of practical knowledge, insights and services for which individual institutions, retail and
ecommerce associations and B2C selling companies do not have the (financial) resources and/or capabilities. By combining
collective goals and efforts, the Ecommerce Foundation is able to realize projects which could not have been realized on an
individual basis.
What does the Ecommerce Foundation do?

The Foundation is developing and offering several services such as the Ecommerce Benchmark, the EcommerceWiki and the
National Ecommerce Reports. At the moment we are also researching if a Global Ecommerce Trustmark can be set-‐up to
increase worldwide consumer trust and as a result global trade.
The Ecommerce Foundation offers several services to associations & retailers
40+ National Every year a C-‐level The Global
Ecommerce Reports study delegation Ecommerce Summit &
supporting retailers travels to an inspiring awards offer retailers
going across borders location. Previous trips insights into best
include Silicon Valley, practices from across
Seattle , NY and China the world
The Ecommerce The EcommerceWiki is EcommerceReports

Benchmark allows the online handbook curates all ecommerce
online retailers to for ecommerce related research across
compare & improve managers with the globe by adding an
their ecommerce templates, process editorial board and
activities descriptions, and more peer review
Lectures & Custom research is

presentations are done for a diverse set
offered to help of topics both co-‐
members look into the branded as well white
future of shopping labeled
About the Authors
Jorij Abraham Sara Lone Johnson Chen
Managing Director Research Coordinator Research and Marketing
Intern
Jorij Abraham has been Sara Lone recently moved to
active in the international the Netherlands after Johnson is an
ecommerce community graduating with her Masters International Business and
since 1997. He was an degree in Public Policy from Management student at
Ecommerce Manager at the University of California, The Hague University of
Bijenkorf, TUI and Sanoma Irvine. Applied Sciences. The
Media and Director of internet in statistical
Consulting at Unic. She joins the Ecommerce analysis has moved him to
Foundation with a the research department
From 2013 to 2017 he has background in economic at the Ecommerce
been Director of Research research and policy analysis, Foundation.
& Advice at having previously worked as a
Thusiwinkel.org and researcher in a California firm Johnson works on national
Ecommerce Europe (the and interning as a policy reports, the Global report
Dutch and European analyst for a non-‐profit of 2017, and additional
Ecommerce Association). organization. relevent projects.
Address, Disclaimer & Copyright
Address: Ecommerce Foundation
Rijksstraatweg 29
1115 AH Duivendrecht (Amsterdam)
The Netherlands
Website: www.ecommercefoundation.org
Contact: info@ecommercefoundation.org
Twitter: @Ecomfound
Disclaimer
The National Ecommerce Reports are publications by Ecommerce Foundation, which also owns the copyright for these reports.
Although the utmost care has been taken in the construction of these reports, there is always the possibility that some
information is inaccurate. No liability is accepted by Ecommerce Foundation for direct or indirect damage arising pursuant to
the use of the report.
Copyright ©
It is not allowed to use information published in this report without the Ecommerce Foundation’s prior consent. Any violation
in this regard will be charged a legal fine of € 25,000 (twenty-‐five thousand euros), as well as a further penalty of € 2,500 (two
thousand, five hundred euros) for every day that this non-‐compliance continues. However, it is allowed to use small parts of
the information published in our reports provided that proper sourcing is used (e.g. “source: www.EcommerceFoundation.org)

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0-­‐14 15-­‐24 25-­‐54 55-­‐64 65+

Year GDP (in trillions of LCU) GDP per capita

2013 $1,558 $66,945

2012 $1,507 $65,752 2012 2013 2014 2015 2016 2017(f)

Total Ecommerce Turnover / GFull

2017(f) $1,360 $55,215

2016 $1,259 $51,850 1.24%

2015 $1,230 $51,364 0.85% Full 0.93%

2013 $1,510 $64,831

2012 $1,561 $68,106 2012 2013 2014 2015 2016 2017(f)

Total Ecommerce Turnover / GFull

CONSUMER CONFIDENCE INDEX (CCI)3

99.93 99.94 99.96 99.94

19th 15th 2nd

Logistics Performance Ease of

2013 2014 2015 2016 2017(f)

E-­‐SHOPPERS AND SPENDING1

Full version available at17,1mn

2014 2015 2016 2017(f)

1E-­‐Shoppers and Spending. Source: Ecommerce Foundation. Statista; eMarketer, 2017.

Overall Availability Affordability Relevance Readiness

1Internet Inclusivity Performance. Source: Economist Intelligence Unit, 2017.

Hobbies & Recreational Goods 5.2%

Specialty food & liquor 6.1%

Health & Beauty 8.7%

Homeware & Appliances 14.8%

Department & Variety Stores 30.1%

Facebook Pinterest Twitter Instagram Tumblr Reddit YouTube Others

1Popular Social Media Platforms. Source: Statcounter, October 2017.

Threshold for $75,000 (AUD) both current and

Instead, non-­‐resident companies must register for GST as outlined

1Vat Overview. Source: Vatlive, 2017.

CONSUMER BEHAVIOR: SOCIAL MEDIA PRODUCT/SERVICE RESEARCH1

2012 2013 2014 2015 2016

Tablet PC (app) 5%

Tablet PC (browser) 13%

Mobile phone (app) 16%

Mobile phone (browser) 23%

Desktop PC 41%

Clicked on the ad to

Small household appliances 53%

Small kitchen appliances 55%

Large home appliances 61%

Tech Accessories 44%

Audio Devices 47%

TV/Video players 61%

Buying online is too complicated 4%

Difficult to return items 34%

Prefer to see the product in-­‐person 49%

Better selection 32%

Shopping is easier 35%

Save money 56% Personal details security 29%

Personalized offers 63%

Mobile payments ability 45%

Discount on bulk purchases 79%

Professional reviews 67%

Holiday/seasonal discounts 78%

Better loyalty programs 83%

More user reviews 67%

More daily/weekly deals 81%

Same day delivery 77%

0-‐14 15-‐24 25-‐54 55-‐64 65+

E-‐SHOPPERS AND SPENDING1

1E-‐Shoppers and Spending. Source: Ecommerce Foundation. Statista; eMarketer, 2017.

Instead, non-‐resident companies must register for GST as outlined

Prefer to see the product in-‐person 49%